Netflix strikes initial content collaboration agreement with MBC Group in the Middle East region
In a significant move for the streaming industry, MBC Group, the MENA region's largest media company, has partnered with Netflix for the first time in the region. This collaboration marks a strategic move for both parties, aiming to tap deeper into Arabic-speaking households, particularly in the Gulf.
The partnership, exclusive to MBC's new entertainment platform, MBCNOW, offers a bundled streaming subscription that combines the full Netflix service with MBC's Shahid Arabic streaming library and MBC's linear TV channels. This unified subscription allows users to access international and Arabic shows, movies, documentaries, children’s content, live events, and games all in one place, providing more than 21% savings compared to subscribing to each service separately.
MBCNOW, launched in February 2025, functions as an aggregator platform, aiming to bridge traditional broadcast and digital streaming under one interface. The bundled subscription is available in Saudi Arabia and is sold through major retailers and e-commerce platforms.
Mohammed Al Kuraishi, Head of Business Development and Partnerships, Middle East and Africa at Netflix, mentioned that the move would bring users easy access to Netflix's service and an incredible variety of international and Arabic shows, movies, documentaries, and more. Bhanu Chaddha, MBC Group's Director of Distribution and TV Products, stated that the collaboration is part of their ongoing commitment to provide unparalleled global and local experiences in the MENA region.
The MENA region is a high-growth market for streaming services, with consumers increasingly favoring digital content hubs that blend local and international viewing. Competition in digital streaming in the MENA region has intensified due to rising local demand for both Arabic and global content. This partnership is expected to enhance the appeal of MBCNOW as a comprehensive content platform for Saudi and Arab audiences.
This partnership represents a strategic move for Netflix in the MENA region, marking a significant move for Netflix in Saudi Arabia and the wider Gulf market. The addition of Netflix further positions MBCNOW as a go-to content hub for Saudi and Arab audiences.
[1] MBC Group Press Release, "MBC Group Partners with Netflix to Launch Unified Streaming Subscription in Saudi Arabia", February 2025. [2] Netflix Press Release, "Netflix and MBC Group Announce Strategic Partnership in the Middle East and North Africa", February 2025. [3] Al Arabiya News, "Netflix and MBC Group Partner to Offer Bundled Streaming Subscription in Saudi Arabia", February 2025. [4] Gulf Business, "Netflix and MBC Group Partner to Bring Unified Streaming Subscription to Saudi Arabia", February 2025.
- This strategic partnership between Netflix and MBC Group, a prominent player in the MENA region's media industry, is anticipated to boost the appeal of MBCNOW as a comprehensive content platform for Saudi and Arab audiences, offering a diverse blend of international and Arabic shows, movies, and documentaries.
- The collaboration between these two entities aims to penetrate deeper into Arabic-speaking households, particularly in the Gulf, by offering a bundled streaming subscription that merges the full Netflix service with MBC's Shahid Arabic streaming library and MBC's linear TV channels.
- In an effort to accommodate the growing demand for digital content hubs that cater to both local and global preferences, this partnership represents a significant move for Netflix in the MENA region, specifically in Saudi Arabia and the wider Gulf market.
- The MBCNOW platform, which was launched in February 2025, serves as an aggregator that seeks to integrate traditional broadcast and digital streaming under one interface, providing users with access to a variety of entertainment content, including shows, movies, live events, and games, all while offering more than 21% savings compared to subscribing to each service separately.
